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Evening Standard
Evening Standard
Lifestyle
Jamie Collinson

Are pop stars being pressured to go viral on TikTok?

Halsey performing live

(Picture: Chris Pizzello/Invision/AP)

A controversy has recently broken out in the music industry that has long been waiting to happen. The story centred around the 27-year-old American pop star Halsey. She’s better known at home than in the UK, having broken into the wider consciousness via a vocal for The Chainsmokers. (If you don’t know who they are, all I can say is I envy you.) More promisingly, her recent album If I Can’t Have Love, I Want Power was produced by Nine Inch Nails, and made her a sort of thinking person’s pop star.

Halsey claimed on Tik Tok that her label won’t release her new album until she makes a viral video on the platform. This came hot on the heels of tweets from Charlie XCX, Self Esteem, Florence Welch and FKA Twigs making similar complaints.

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